Pepsi unveiled its new brand positioning ‘Rise Up, Baby!’ where the campaign features actress and youth icon Samantha Ruth Prabhu. With this campaign Prabhu joins Pepsi’s star-verse as one of its newest brand ambassadors.
The campaign ‘Rise Up Baby’ pays homage to the free-spirited women. It shows Prabhu in various setting where she is seen debunking societal expectations for women be it marrying at a certain age, working late hours and doing badass stunts.
The objective is to inspire women out there to own their life with unwavering self-confidence, authenticity, and mettle.
This spot also breaks gender stereotypes challenging how women are perceived in a societal set-up. Pepsi ad follows the evolved female portrayal in advertising which brands such as Tanishq, Ariel ‘Share the load’ and Fastrack have been highlighting.
Saumya Rathor, category lead, Pepsi Cola, PepsiCo India, said, “Through our last two campaigns, we aimed to portray the irrepressible spirit of the youth as they rise above societal norms. For this campaign, our focus was to offer an empowering campaign for the women of India and pay a tribute to their unwavering self-belief and self-confidence. Samantha Ruth Prabhu is the epitome of the independent, bold, and free-spirited modern Indian women, and therefore resonates perfectly with our positioning of ‘Rise UP, Baby!’”
The new campaign will be amplified with a 360-degree surround across television, digital, outdoor and social media.